When is something truly creative? The question kept coming up as our jury deliberated over 1,800-plus entries. As you might imagine, the debate was robust.

Just a few years ago, I was spending my evenings during the weeks leading up to Cannes reviewing PR Lions entries online. I had the honor of serving on the 2014 PR Lions jury, and the creative question was top of mind for me even before I packed my bags. Once I arrived in Cannes, I found my fellow jury members – 21 professionals from 19 countries — were asking themselves the same thing. The topic found its way into our dinner conversation and daily jury sessions throughout the week.